Six in 10 Australian independent media agencies forecast flat or stronger ad spend in FY27, defying sector headwinds, per new IMAA research. The optimism is backed by solid year-on-year numbers. Here is what it signals for Australian marketers.
When the agencies closest to mid-market spend forecast growth, they are reading client pipelines, not press releases.
Australia's independent media agencies are feeling confident. New research from Independent Media Agencies Australia found six in 10 are forecasting flat or stronger advertising expenditure in FY27, even with the headwinds hanging over the sector. The optimism is not just sentiment. It is backed by solid year-on-year numbers.
That matters because independent agencies sit close to the money. They work with the mid-market businesses that make up the bulk of the Australian economy, the ones who spend carefully and watch every dollar. When they forecast growth, they are reading their own client pipelines, not a macro report.
The confidence runs against the gloomier national mood, where soft consumer spending and rate pressure dominate the headlines. Two things can be true at once. The economy is cautious and the businesses that market well are still investing.
Why it matters
This is a useful signal for any Australian business deciding its own marketing budget. The instinct in an uncertain economy is to pull back. The agencies closest to performance data are doing the opposite, because they can see what spend is returning.
Six in 10 Australian independent media agencies forecast flat or stronger ad spend in FY27, defying the broader caution in the market.
The businesses that grow through soft patches are usually the ones that kept investing while their competitors went quiet. When everyone zigs, there is an argument to zag.
What to do about it
The market is cautious and the operators who know their numbers are still moving. The question is which one you choose to be.